A key objective for Andrex in 2009 is to increase emotional engagement with the brand. The iconic Puppy offered us an opportunity to do so by bringing the Puppy to life using social networking sites, in particular Twitter and Facebook.
Using the Puppy’s dedicated Twitter profile, he Tweets about his adventures around the world, uploading lots of photos via twitpic. He also comments on interesting news that often relate to Andrex campaigns. Through fun, interesting and relevant ‘tweeting’ the Puppy’s being followed by both consumers, media outlets and celebrities.
The Puppy now has over 700 followers (and counting) with celebrity followers such as Jamie Oliver who has been ‘tweeting’ directly to the Puppy. The success of this activity has been recognized as Andrex has been named “one of the top brands on Twitter” by Media Week and is regularly called upon to provide expert commentary on social networking news stories. The Puppy often features in media coverage of brands on Twitter, such as in New Media Age.
“Mandate has helped Andrex find a new and exciting way to engage with target consumers. In doing so they have helped Andrex be part of the conversation, rather than interrupting the conversation”
- Andrex
